Staying ahead in a competitive environment
A McDonald's Restaurants case study

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Page 7: Conclusion

As the market leader and as a pioneer of the Quick Service Restaurant concept, McDonald's has to respond to a changing business environment. It is well placed to do so. It has listened to its customers, and also observed them. Based on its research, it has launched McCafé and McChoice - new products conceived and designed to complement and extend what it already offers and to keep the company 'ahead of the game' in an increasingly competitive market place.

McDonald's Restaurants | Staying ahead in a competitive environment
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